Google had already announced that you'd be able to limit how long they could keep your data, but I hadn't seen the settings in the wild. Until now.
Points 1, 5, 6 & 7 are the ones to look for. You can choose unlimited, 18 months or 3 months as the length of time (I opted for 3 months). You can also opt out of ad personalisation and being identified as a source in search results. This last one is quite useful to see, but also seems like a pretty shady way for Google to use your data.
There's a link to Ad Choices where you can opt out of over 100 advertisers. You have to go one by one, but totally worth it.
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